Overtime Elite x adidas All-Star Weekend Showcase | 6th Hashtag Sports Awards

Overtime Elite x adidas All-Star Weekend Showcase

Overtime Elite, adidas

The 6th Annual Awards

Nominee ✨
  • Best New Fan Experience



During NBA All-Star Weekend, Overtime Elite and adidas partnered to bring their first year partnership on the road and give fans an unforgettable opportunity to see the next generation of basketball players play live in Indianapolis.


How does this represent “Excellence in Engagement”?

This was the first time that Overtime Elite has taken their full production games on the road, and it proved to be a massive success in engaging our fans on a personal level. We are committed to providing a high-level yet still very close to the action approach to the game and the storytelling within that. As we think about what younger fans want from an in-person viewing experience, having this type of roadshow for our games is a great way for us to engage with fans in different cities and capitalize on being in front of the biggest basketball stage of the year.


To celebrate the first year of the Overtime Elite x adidas apparel and footwear partnership, OTE played their final regular season league games in Indianapolis to bring the action to the fans in the city as a part of NBA All-Star Weekend. The league and the brand hosted four sold out games over two days and offered opportunities for players to interact with fans, sign autographs, take pictures, etc. The two brands wanted to capitalize on the biggest weekend in basketball to give fans access to the next generation of stars, showing their continued commitment to being trailblazers in that space.

Strategy & Execution

OTE is always looking for opportunities to bring fans closer to the action and engage on a grassroots level in the community. OTE fans are highly engaged on social media, and these games on the road give our fans an opportunity to meet our players in person since they follow them so closely online. Younger fans want to feel like they are consistently a part of the live action, and by bringing our games on the road, we can deliver on an in-person fan experience. We also didn’t want to compromise on the quality of the production or our in-arena Atlanta experience, so we traveled our entire production to Indy to be able to deliver the same games and entertainment for the games there. Additionally, fans were able to purchase custom merchandise and get chances to be a part of the live broadcast.


  • Overtime Elite adidas


Dan Porter
Co-Founder and CEO

Marc Kohn
Chief Content Officer

Matt Montemayor
Head of Production and Technology

Anna Karefa-Johnson
VP, Brand Experience
Overtime Elite

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.